STATE OF MINNESOTA Health Insurance Exchange Public Awareness Marketing/Outreach Campaign

Transcription

1 STATE OF MINNESOTA Health Insurance Exchange Public Awareness Marketing/Outreach Campaign Attachment B Public Education and Outreach Market Research Report Attachment C Outreach and Education White Paper Attachment D Outreach, Communications and Marketing Work Group Report Attachment E Communications and Social Media Strategic Plan

2 Minnesota Exchange Communications: Full Market Research Findings Final Report August 10, 2012 Minnesota Health Insurance Exchange Market Research August

3 Contents Project Overview Page 3 Key Informant Interviews Page 4 Executive Summary Page 5 Consumer Research Page 11 Qualitative Executive Summary Page 13 Consumer Research Page 11 Quantitative Executive Summary (Consumer) Page 15 Quantitative Executive Summary (Small Business) Page 16 What are people seeking? Page 18 Satisfaction Page 19 Seeking Insurance Page 21 Difficulties Page 23 Consumer Types Page 26 What factors influence people? Page 30 Consumer Journey Page 31 Cost Expectations Page 40 Small Business Journey Page 42 Value Chain Page 48 What might we do to help? Page 49 Exchange Names Page 51 Exchange Governance Page 53 Branding Page 55 Interest Levels Page 57 Audience Segments Page 59 Product Features Page 69 Recommendations Page 76 Appendix Page 77 Minnesota Health Insurance Exchange Market Research August

4 Project Overview The State of Minnesota needed to collect market research to help inform communication, public awareness and engagement strategies for the state health exchange. Salter>Mitchell joined as a partner to conduct a comprehensive study, leveraging qualitative and quantitative research and analysis to offer insight for the state s health exchange implementation. May June July Orientation & Research Formulation 18 Focus Groups (consumer & small employer) Key Informant Interviews Analysis Final Report Contract Awarded surveys (consumer & business) Minnesota Health Insurance Exchange Market Research August

5 KEY INFORMANT INTERVIEWS Minnesota Health Insurance Exchange Market Research August

6 In-Depth Interview Executive Summary Both challenges to implementation of the exchange and barriers to participation by potential users exist. Experts suggest developing a user-friendly design of the exchange, as well as focused outreach, communication strategies, and audiencespecific messaging. FINDINGS Expectation and Fear. Respondents expressed positive hopes for the exchange, along with concern about the transparency of decision-making and the ultimate impact on their business or constituency. Need for coordination and simplicity. Complexity of current system is in itself a barrier to enrollment in available health care coverage. Stigma and negative perception. There is a risk of underutilization if the exchange is seen primarily as a portal for accessing government benefits. Knowledge and access barriers. Culture, education, web access and literacy, and risk perception will be barriers to individual enrollment. Person-to-person communication. Brokers will be instrumental to the success of the exchange, as will person-to-person outreach in general. IMPLICATION Initiate outreach to share decisions that have been made, rationale and upcoming decisions. Stakeholders want to be involved, with a chance to understand decisions, analyze the impact, provide input and plan ahead. Exchange has the potential to address these barriers if it can indeed simplify and streamline the process. Branding of the exchange needs to identify it as something for all consumers of health care, emphasizing participation of private insurers and state (versus federal) initiative. Barriers can be addressed early in development. Outreach strategies should include targeted messages and training of intermediaries as trusted sources of information. Need to determine the long-term role of brokers in the exchange and develop outreach that capitalize on existing relationships. Minnesota Health Insurance Exchange Market Research August

7 Goals and Methodology The initial in-depth-interviews conducted for the Minnesota health exchange study were intended to provide insights used to inform the continued research among consumer and small business groups. GOALS As the initial data collection component of the larger research program, Salter>Mitchell conducted eleven (11) in-depth interviews with experts and key stakeholders across the state. The goal of these interviews was to provide context for the consumer and small business research also being conducted. METHODOLOGY May 4 and May 17, 2012 Telephone (one face-to-face) 40 to 55 minutes Semi-structured interview guide adapted slightly to subjects expertise Experts included: representatives of small businesses, health plans, brokers/agents and providers stakeholders knowledgeable of various audiences (low-income, ethnic, immigrant, tribal and rural) TOPICS DISCUSSED What experts are hearing from the groups they represent about the health exchange in Minnesota, and about health reform in general What they think will be the biggest barriers or challenges to setting up a health insurance exchange in Minnesota Key unanswered questions or concerns they have about this new era of health insurance, and how the state should address these questions now Best ways to reach out to the uninsured and small businesses about health insurance options Potential role of their organization in the exchange, and other organizations that should be involved to help make the exchange more successful Familiarity with online efforts to help people purchase health insurance, and what s worked and what hasn't in Minnesota Features of the health insurance exchange that they would promote * The purpose of the Public Education and Outreach Market Research project was to understand the process that individuals go through when investigating and enrolling in health insurance so that the health insurance exchange can develop an effective statewide public awareness campaign. Consistent with the obligations under applicable privacy laws, while our aim was to collect the perceptions of individuals on the buying process for health insurance, we took significant steps to avoid collecting any health information about the participants or their families. Minnesota Health Insurance Exchange Market Research August

8 Barriers and Challenges Respondents were asked about the barriers they perceived to setting up and using a health care exchange in Minnesota. Responses fell into two categories: challenges for the design of the exchange and barriers to participation. DESIGN CHALLENGES Complexity of current benefit system and coordination of agencies. Several drawbacks to the current system for enrolling in health benefit programs will need to be addressed. Rapid rate eligibility and options are also crucial. Structure and governance of exchange. Lack of clarity on these issues is preventing otherwise enthusiastic and strategic partners from fully engaging. Cost and variety of plans. What will the packages include and will carriers be able to meet requirements at affordable prices? Role of brokers. Consumer and community representatives saw brokers as crucial to helping consumers understand and enroll in the individual exchange. PARTICIPATION BARRIERS Complexity. People anticipate a hassle and stress the need for genuine simplicity of the process as well as assistance. Online interface. Lack of access to computers and internet connections was a concern cited by people who work with lowincome, immigrant, and rural communities. Stigma. People may assume the exchange is primarily for users of public assistance. Language and literacy. In addition to having materials available in the languages people speak, they need to be written at an appropriate level of comprehension. Risk perception and value of insurance. Being insured is not a universal norm, for both cultural and economic reasons. Complexity of laws, benefits, and options. Minnesota Health Insurance Exchange Market Research August

9 Outreach Messages Respondents were asked which particular features of the exchange they would promote to encourage participation. Of course, any potential message is only as useful as it is true and accurate. PROMOTIONAL FEATURES Straightforward, easy and fast. Assuming the system can live up to the goal, reassuring people of the ease of use will be crucial. Comparison shopping. The consumer can compare plans directly ( apples to apples ) according to their priorities. Affordable. This aspect needs to be balanced carefully. Consumers are definitely looking for economical options. At the same time, many people don t self-identify as needing financial assistance, or are opposed to the government having a role in health care Choices and Portability. Emphasize the free market aspect of private carriers on the exchange competing for consumer s business. Local. Emphasize that this is a Minnesota-driven initiative. UNINSURED MESSAGES Reduce stress. Ground messages in the experience of functioning without insurance and how purchasing insurance can address this stressful condition. Community benefit. Promote the idea that as the more individuals enroll, the greater the benefits for the whole community. Clarity about coverage. Make clear what plans cover, particularly preventive services, that consumers may not have access to currently. Just check it out. Encourage people to visit the site and enter some basic information to see what might be available to them. EMPLOYER MESSAGES Defined contribution. This potential feature of the exchange would simplify employers benefits administration responsibilities. Cost transparency. This is an important feature for employers that allows for planning and budgeting without the fear of hidden costs. Cost savings. For employers, most decisions come down to whether they ll be able to save a dollar or not. Minnesota Health Insurance Exchange Market Research August

10 Outreach Strategies Nearly all respondents recommended leveraging existing relationships as a key outreach component. Word of mouth could be useful as long as people have good experiences. Respondents cautioned against relying heavily on written materials. ORGANIZATION / ENTITY County offices Community organizations Community businesses Schools Libraries Churches Providers and sites of care Chambers of commerce OUTREACH ROLE People are already seeking services there. Add a kiosk or desk where they can sign up and have in-person assistance available. Organizations that provide any type of service in a community are already known and trusted, and they can provide insight into the community they serve. Many already provide assistance in accessing benefits. Have information available in these commerce centers, or potentially even engage these types of businesses in outreach. Include information about exchange in parent communications. Potential sites for enrollment, could make in-person assistance available Make information available, host community meetings to learn about exchange Offer a moment to reach people when they are thinking about health care needs Channel to reach businesses to provide information and seek input about the exchange. Early outreach and engagements could help boost participation later. Minnesota Health Insurance Exchange Market Research August

11 Build Alliances This is perhaps the most important and urgent recommendation to come from the key informant interviews. Respondents emphasized the need to reach out to stakeholder groups well before the exchange is ready to launch. For groups with a professional stake in the exchange, such as brokers, small businesses, health plans and providers, the time frame should be immediate. Getting their input now can help maximize the functionality of the exchange, as well as strengthen their role as allies rather than opponents. These stakeholders had several outreach suggestions: Make business plan-like presentations around the state, explaining the options the state is considering as the exchange is designed. Be specific with options and an analysis of potential impact, not just general discussion about ambiguities. Create a website that shares options being considered and solicits input from stakeholders. Develop and make public a timeline for different decisions along with opportunities for input. Use webinars, earned media, editorials, and organizational newsletters to distribute information about the exchange as it develops. Solicit input from brokers about how they would like to see their role in the exchange structured. Engage with provider organizations about what kind of information should be included on the exchange and how to manage it. Minnesota Health Insurance Exchange Market Research August

12 CONSUMER RESEARCH Minnesota Health Insurance Exchange Market Research August

13 Qualitative Research Six cities. 18 focus groups. 99 participants. four days (May 22 to May 25) Bemidji Duluth Minneapolis Small Business (n=5) Uninsured (n=6) St. Cloud Small Business (n=4) Small Business (n=7) Uninsured (n=6) Small Business 2 groups (n=13) Uninsured (n=6) Marshall Non-Group 2 groups (n=4) Rochester Hispanic 2 groups (n=11) Small Business (n=5) Small Business (n=6) Non-Group (n=7) Uninsured (n=5) Non-Group (n=7) Medicaid (n=7) * The purpose of the Public Education and Outreach Market Research project was to understand the process that individuals go through when investigating and enrolling in health insurance so that the health insurance exchange can develop an effective statewide public awareness campaign. Consistent with the obligations under applicable privacy laws, while our aim was to collect the perceptions of individuals on the buying process for health insurance, we took significant steps to avoid collecting any health information about the participants or their families. Minnesota Health Insurance Exchange Market Research August

14 EXCHANGE FINDINGS CURRENT SITUATION Qualitative Executive Summary KEY TAKE-AWAYS Getting health insurance is an unpleasant experience. Many people see seeking insurance as mired in paperwork and fine print. The options are complex. Enrollment is complicated. Seeking health insurance is more of a journey than a one-time decision. Stages: trigger, pre-qualification, search and closure. Cost and coverage options for pre-existing conditions are often the first barriers in the journey. Consumer interest is largely driven by their premium expectations, and their take on the value of insurance. Different people calculate this value differently. People have both rational and emotional goals, and it is the emotional goals (peace of mind, meeting norms, feeling secure) that make insurance worth the price. For small businesses, broker are critical intermediaries, treasured and trusted by business owners. Their clients highly value their expert analysis and efforts to simplify choices. Most participants saw potential in the exchange concept. Even outspoken opponents of the ACA found some aspects appealing. In terms of branding, the words Marketplace and Choices resonated most with participants. Many found Exchange confusing. The concepts Right Fit and Marketplace were the most appealing to participants. They conveyed personalized choices and competition. IMPLICATIONS The exchange can redefine this experience but that will mean distilling complex decisions Need to address each stage of journey in outreach and communications Generic promises of affordable won t cut it. Consumers are seeking a clear price tag. Product and outreach must be designed to offer trust and peace of mind at every touchpoint The exchange must secure a close relationship with brokers to win the business audience. The fact that nearly everyone wants a better way to access insurance creates an opening for the exchange concept. If validated by quantitative data, Marketplace or Choices could be the more effective term to use in naming the exchange. These could offer the best initial framework for developing broader campaign strategies. Minnesota Health Insurance Exchange Market Research August

15 Quantitative Research Consumer Survey Business Owner Survey Telephone survey of uninsured and individuals purchasing non-group health insurance June 15 July 14 Sample size: N=797 Uninsured N=377 Non-Group N=420 Telephone survey of owners/decision makers for businesses with fewer than 50 employees June 15 to June 29 Sample size: N=250 Minnesota Health Insurance Exchange Market Research August

16 Quantitative Executive Summary: Consumers KEY TAKE-AWAYS 76% of the uninsured are dissatisfied with their current situation. On the other hand, 59% of non-group individuals are satisfied with their situation. Non-group respondents are much more likely to say that people like them have insurance, whereas the opposite is true for the uninsured. All respondents feel the process of looking for and choosing health insurance is difficult. Costs and difficulties assessing coverage and benefits details were the primary hurdles all respondents mentioned. While over half of the uninsured (56%) have considered buying insurance, less than one-quarter (23%) have shopped online for it. The main triggers that prompt someone to look into health insurance are changes in health or employment status. Overall, 28% of respondents had heard about the exchange website, with roughly 6 out of 10 reporting interest in using it. Among five potential choices, Minnesota Health Choices was the preferred name for the exchange among study participants. Segmenting the audience by openness to using the exchange provides an actionable way to prioritize communications for core and swing users. IMPLICATIONS The uninsured will be more open to the exchange than will the non-group audience. The norm among the uninsured is a barrier that will need to be addressed and reversed. Ease of use and simplicity messages will resonate. All benefits are viewed through the lens of cost and coverage. Both online and offline outreach materials are important. Communications can use these situations as context when reaching out to individuals. Current awareness of the exchange is low, but openness to exploring is solid considering the lack of information. Results inform branding efforts. Offers a framework to build outreach efforts around. Minnesota Health Insurance Exchange Market Research August

17 Quantitative Executive Summary: Small Employer KEY TAKE-AWAYS The majority of businesses offering health insurance to employees rely on a broker for assistance. Of those companies, the majority have held relationships with their broker for 5 years or more. Businesses trust their brokers a great deal and need their expertise in decisionmaking. However, just half of them would be willing to compensate them should their firm not provide a commission. With the emotion of family and health removed, cost may be an even bigger factor for businesses than consumers. Affordability is clearly the main reason insurance isn t offered. The cost uncertainty of rising premiums and the instability of such a small pool of individuals (under 10 for most) make it difficult for employers to be able to project when making decisions. Less than 20% of small businesses are aware of a site that allows for insurance comparison and purchase. That said, there is definite interest, even among those using brokers. Only a quarter of small businesses were interested in providing contribution amounts for employees to apply themselves or a system where employees choose from a list of approved plans. Just over half of businesses would need to know 75% of insurance plans on the market were featured in the exchange. Nearly a quarter would need 100% to be represented. The majority of small businesses believe that at least half of similar businesses offer health insurance to employees. IMPLICATIONS Brokers are extremely important to keep in mind when considering the small business segment. The broker relationship cannot be discounted, but opportunity does exist if the exchange is able to relay the same level of service minus the cost. The impact on a small employer s bottom line is the most important factor. It is essential for the exchange to demonstrate not only competitive rates but cost certainty. Initial general awareness building should be received positively by businesses. Employers value control over costs in order to maintain a healthy bottom-line. Ditch defined contributions in favor of more comparison. The exchange will need to include the majority of plans in the marketplace, but not necessarily all. The norm barrier is not a particular problem for small businesses. Minnesota Health Insurance Exchange Market Research August

18 Reviewing the consumer research What are people are seeking? What factors influence people? How might we promote the HIX? Current Situation (Current State) VS What consumers want (Desired State) Name (pg. 51) Governing structure (pg. 53) Branding concepts (pg. 55) Interest Levels (pg. 57) Segmentation (pg. 59) Product Features (pg. 69) Minnesota Health Insurance Exchange Market Research August

19 WHAT ARE PEOPLE SEEKING? Minnesota Health Insurance Exchange Market Research August

20 Current Customer Experience We asked participants what images came to mind when they thought about seeking insurance. All were negative crooks, paperwork, smoke coming out of ears, nausea, etc. This is an opening. A boa constrictor slowly squeezing us Pulling my hair out Paperwork A little thief Shopping for health insurance is a negative experience. The insured are frustrated by the cost. The uninsured feel cheated and scared. Those buying health insurance on their own find the process overwhelming. This provides an opening for the exchange: People want a better way. But it also reveals a challenge: People are skeptical. The exchange must address this on both a rational and emotional level: People want an easier, more affordable process, but they also want to have a greater feeling of trust and security I find buying insurance a pain in the ass. It s difficult, hard to keep track of, the law changes. It s a complex business. Small business owner, Duluth I want to run away. But I m at the age that I can t run away. Uninsured resident, Marshall. Minnesota Health Insurance Exchange Market Research August

21 Satisfaction with current insurance status The uninsured are the most dissatisfied but nobody is really happy. Half the business owners described themselves as dissatisfied. Even 2 out of 5 people who buy insurance for themselves are dissatisfied with their situation. CONSUMERS SMALL EMPLOYER 100% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 61% 39% Non-Group 24% Uninsured 76% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 54% 46% Small Employer Satisfied Dissatisfied Satisfied Dissatisfied Base sizes: Uninsured=377; Non-group=420; Small employer=250 Minnesota Health Insurance Exchange Market Research August

22 Current State: How consumers seek health insurance We asked consumers about the last time they sought health insurance. The experience can be broken into four parts: the trigger, the pre-qualifying questions, the search, and closure. Trigger: What prompted the search for health insurance (their goal) Pre-qualifying: Initial questions that can stop the process before it begins Search: The process consumers use to search for and evaluate options Closure: How the process is resolved, either with insurance or without. Common reasons why participants sought insurance included: Self or spouse has lost a job (goal: to preserve current insured state) Can t afford policy offered through work (goal: find a cheaper policy) Costly medical issues (goal: reducing costs) Marriage or birth of a child (goals: being responsible, providing regular medical care for children) Find a better deal (goal: reducing costs and improving coverage) Certain barriers, such as the expectation of prohibitive costs and worries about pre-existing conditions, keep some people out of the market. For the exchange, these perceptions could act as pre-qualifying events where people opt out of consideration. This decision tended to center on three key pre-qualifying questions: Is this a cost I can afford? (For some) Am I the type of person who can get government help with this? (Some people eliminate government help as an option) Does my health condition disqualify me? Consumers tend to search the internet; business owners favored brokers. Some tried both. Internet. Consumers used both search engines (typically google) and online comparison sites to locate and compare plans. One downside participants cited to the online comparison tools is spam and sales calls. This is an opening for the exchange. Brokers. Brokers simplify the process, providing side-by-side comparisons of right-fit plans. Most business owners felt a high degree of loyalty to their broker. Both. Some consumers start with a broker and move to the web when they become more savvy. Others are frustrated by the web and seek a broker. Minnesota Health Insurance Exchange Market Research August 2012 Broker purchase. These consumers tend to be the most satisfied; but some worry that commissions might influence brokers. Direct purchase. Consumers use online comparison sites to shop but usually purchase directly with a carrier. This behavior (window shopping) could also take place with the exchange.. No purchase. Some consumers seek but do not find, because: Process is overwhelming / can t make a good decision Can t afford it / don t qualify for government help Pre-existing conditions 21

23 Current State: How business owners seek insurance We asked small business owners about the last time they sought health insurance. Those who did secure insurance almost always had turned to the same place an insurance broker. Trigger: What prompted the search for health insurance (their goal) The broker: Most small business owners use, and trust, their broker. There is some concern about whether commissioners influence offerings, but it is minimal. Closure: How the process is resolved, either with insurance or without. Common reasons why small business owners sought insurance included: Norms competitors offer insurance so they do, too Reducing turnover they know their employees want insurance, and think they will be able to hang onto good employees longer if they provide it. It s the right thing to do owners feel responsible for their employees welfare, and providing insurance is part of that Small business owners typically turn to brokers to navigate the complexity of selecting health insurance. They value that brokers: Offer side-by-side comparisons of tailored, limited choices Help manage paperwork, forms Save time Provide trusted advice I would think twice about doing anything without my broker s opinion; he s been a trusted advisor for many years. Small business owner, Twin Cities The thing about brokers is they have their commission. So they are pushing who they get paid the best from. Small business owner, Marshall It was very easy with the broker, because he found what was good for me and I just signed the paper. With online, if it was that simple, I might not need him. I really don t want to spend all my time looking, so it s nice to have somebody I trust just say, That s the right one for you. Small business owner, Rochester Small business owners who buy through a broker are generally satisfied with the experience, although the rising costs of health insurance are a deep concern. Those who can t afford health insurance feel badly that their employees go without; it s something they feel they should do. They also worry that when the economy recovers employees may jump ship to a job with benefits. Employers who don t provide insurance are more open to the concept of a defined benefit that allows employees to choose their own health plan. Minnesota Health Insurance Exchange Market Research August

24 Getting health insurance isn t easy Whether you re uninsured or paying for insurance on your own, the consensus is that the health insurance process is not at all easy. The process itself presents a large barrier to participation. 100% 90% 80% 70% 64% 70% 60% 50% Easy 40% 30% 36% 30% Difficult 20% 10% 0% Non-Group Uninsured Base sizes: Uninsured=377; Non-group=420 Minnesota Health Insurance Exchange Market Research August

25 Consumers: What makes the process difficult? While a number of consumers complain about the complexity of finding an attaining insurance, the top reason, by far, that insurance is difficult to find is prohibitively high prices. Open-end response (% mentioning) Non-Group (n=420) Uninsured (n=377) Prices too high 38% 54% Hard to tell what's covered, what's not 17% 9% Difficult to compare benefits across plans 17% 7% Nothing 9% 11% Rejected due to pre-existing condition 14% 6% It's very confusing 8% 7% Difficult to compare prices 9% 6% Difficult to research / No one-stop-shop 10% 7% Minnesota Health Insurance Exchange Market Research August

26 Business: What makes the process difficult? High prices are an even greater barrier for small businesses, regardless of broker assistance or not. Total (n=250) Broker (n=102) No Broker (n=54) Frequent premium increases 72% 78% 61% Steep premium increase 65% 70% 57% Age of my employees continues to increase 56% 57% 56% The options I have become more and more limited 52% 53% 50% Plans are too complex 51% 51% 50% Difficult to compare benefits across plans 49% 49% 50% Difficult to understand what is covered by the plans 47% 49% 44% Medical underwriting (i.e., increased costs due to medical history of employees) 46% 50% 39% Difficult to compare prices 46% 46% 44% Plans do not meet the needs of my employees 31% 32% 30% Plans are too limited in scope 26% 26% 26% Minnesota Health Insurance Exchange Market Research August

27 Four Types of Consumers We spoke with four types of consumers, sharing a number of similar frustrations and expectations, but each representing its own challenges as well UNINSURED NON-GROUP HISPANICS MEDICAID Feel cheated and defeated: premiums are out of reach Many cite pre-existing conditions Face financial and emotional stress Dislike handouts. It s sad that in my profession, if I get hurt, I hope that it s between punch in and punch out time. Highly value insurance coverage Want apples-to-apple comparisons Suspect others get better deal Got help from expert Hate sales calls and spam I don t know how much longer I will have health insurance. Being insured is not the norm Concerns about legal status "I had insurance for almost 16 years but I lost my job and haven't had insurance for 2 years. I don't have a job right now. Dislike in-person app. process; Prefer help from real people Feel disrespected; seeking common courtesy and respect The state doesn t work for me [to run the exchange]. They are inefficient, disrespectful. Minnesota Health Insurance Exchange Market Research August

28 Perceived need for insurance varies Unsurprisingly, non-group consumers value insurance more than the uninsured. The clear majority see it as a necessity they would never give up, as evidenced by their individual purchase of plans. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 79% 41% 39% Is a necessity, something I would never give up 16% Is very important, but not a necessity Uninsured 11% 9% 4% Is good to have, but not all that important Non-Group 1% Has little or no value to me Base sizes: Uninsured=377; Non-group=420 Minnesota Health Insurance Exchange Market Research August

29 What people want to know first What s the cost? What s the coverage? Who is making the offer? Trustworthy? Can people with pre-existing conditions get covered? What doctors or insurance plans can I access? The typical starting points for both consumers and small business owners were cost and coverage. Just over half the participants wanted to know first about cost, a subject nearly every participant mentioned in their top three questions. About half also asked about coverage, though typically as a second or third question. Other common questions focused on: Who was behind this new way to seek health insurance (who ran it or set it up)? How did it work and how easy would it be to use? What providers (doctors) or insurers might be accessed? Would it exclude people with pre-existing conditions? Minnesota Health Insurance Exchange Market Research August

30 What people are seeking CURRENT STATE Overwhelms me Leaves me worried Lots of complexity and paperwork Need for expertise, help (often fulfilled by broker) Feeling sticker shock high prices keep going up Uninsured unable to secure product GAP DESIRED STATE Peace of mind Trust, security Choices distilled to key decision points Expert guidance available when it s needed Clear prices offering the best deal Uninsured get affordable coverage How can we help people move to the desired state? Minnesota Health Insurance Exchange Market Research August

31 WHAT FACTORS INFLUENCE PEOPLE Minnesota Health Insurance Exchange Market Research August

32 Seeking health insurance: A CONSUMER S journey Trigger: Prompting the search for health insurance (goal) Pre-qualifying: Initial questions that can stop the process before it begins Search: The process consumers use to search for and evaluate options Closure: How the process is resolved, either with insurance or without. Self or spouse has lost a job (goal: to preserve current insured state) Can t afford policy offered through work (goal: find a cheaper policy) Costly medical issues (goal: reducing costs) Marriage or birth of a child (goals: being responsible, providing regular medical care for children) Find a better deal (goal: reducing costs and improving covers Is this a cost I can afford? (For some) Am I the type of person who can get government help with this? (Some people eliminate government help as an option) Does my health condition disqualify me? Internet. One downside participants cited to the online comparison tools is spam and sales calls. This is an opening for the exchange. Brokers. Brokers simplify the process, providing side-by-side comparisons of right-fit plans. Most business owners felt a high degree of loyalty to their broker. Both. Some consumers start with a broker and move to the web when they become more savvy. Broker purchase. These consumers tend to be the most satisfied; but some worry that commissions might influence brokers. Direct purchase. Consumers use online comparison sites to shop but usually purchase directly with a carrier. This behavior (window shopping) could also take place with the exchange.. No purchase. Some consumers seek but do not find, because: Process is overwhelming / can t make a good decision Can t afford it / don t qualify for government help Pre-existing conditions Minnesota Health Insurance Exchange Market Research August

33 Consumer Triggers TRIGGERS Event Consideration Expectation Minnesota Health Insurance Exchange Market Research August

34 Events that can trigger consideration TRIGGERS Event The primary motivators consumers encountered when considering looking for insurance were major life events like a change in health or employment status. This relates directly to the real life benefit of health insurance: Not only does insurance provide access to medical care, it relieves worry about potential financial ruin due to a major medical event. The payoff is peace of mind. Thinking about the last time you looked for health insurance, what prompted you to look for insurance? Uninsured Change in health status (got sick, new diagnosis, etc) 26% Change in employment status (lost job, changed job, etc) 17% Had a child or adopted a child 5% Talked to someone about health insurance 5% Minnesota Health Insurance Exchange Market Research August

35 Norms: Being uninsured is normal TRIGGERS Expectation People tend to think of themselves as part of the norm. For non-group participants, it means they expect most people to have coverage like they do. For the uninsured, though, it means they understand the health and financial risk they carry around daily to be a normal part of life. On the positive side, people s personal self-standard (e.g., I am the family provider. ) was often a motivation for seeking insurance. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 5% 16% Almost everyone like me has health insurance 21% 44% Most people like me have health insurance 34% 26% About half of the people like me have health insurance 22% 12% Less than half of the people like me have health insurance 17% 2% Almost no one like me has health insurance Uninsured Non-Group Base sizes: Uninsured=377; Non-group=420 Minnesota Health Insurance Exchange Market Research August

36 Uninsured: Priced out of the market PRE-QUALIFYING While some uninsured feel impervious to illness or don t worry about the costs of what they need, the vast majority feel priced-out from coverage. In fact, this belief is so deeply ingrained that many forgo further time in determining eligibility for assistance. A challenge and an opportunity for the exchange will be persuading these consumers that things have changed in terms of both premiums (due to assistance) and the ease with which one can determine price. What is the main reason you do not have insurance? (open-end) Uninsured (n=377) Cost AND more than I could possibly afford / I don't earn enough money 63% Costs AND more than I am willing to pay / Not worth the cost 11% I am healthy / don't get sick so I don't really need it 6% I have a pre-existing condition so could not find a plan that would cover me 5% I can afford to pay for the health care I need so I don't need health insurance 3% I just pay as I go / Just cheaper to pay doctor 2% Minnesota Health Insurance Exchange Market Research August

37 Uninsured: Many not shopping PRE-QUALIFYING Survey results help illustrate the lack of motivation around the current system. Over half of uninsured respondents have considered buying health insurance. But when it comes to the brass tax of actually purchasing, less than a quarter have shopped online (the starting point for most people). Shopped online for health insurance Contacted an insurance broker about the possibility of obtaining health insurance 22% 28% Contacted an insurance company about the possibility of obtaining health insurance 36% Inquired about Medicaid or other government health insurance programs 44% Considered buying health insurance 55% Seen any advertising for health insurance 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base sizes: Uninsured=377 Minnesota Health Insurance Exchange Market Research August

38 Many who shop look online SEARCH The majority of participants who had shopped for health insurance started with an online search, with occasional outreach to trusted sources. Most participants who had shopped for health insurance whether for their business or themselves started with a general online search on their web browser. Another frequent source was to ask trusted sources generally a friend or relative, other business owners, or a broker. The exchange should invest significantly in search engine optimization, search engine marketing and social media to capture people who are beginning the process of shopping for health insurance. [How do you shop for health insurance?] Google or ask other small businesses in town. Small business owner, Duluth I Google first. Nongroup policyholder, Twin Cities Google search results produce online ads and organic results rom health insurance carriers and a few comparison sites, as well as a guide from the Minnesota Department of Health. The Internet. Just a Google search or check different links. Uninsured resident, Marshall Can I see testimonials from people who already have it? Uninsured resident, Bemidji Minnesota Health Insurance Exchange Market Research August

39 Brokers: Engaging the audience SEARCH For many participants, brokers were trusted advisors who helped them navigate the confusing, anxiety-producing health insurance landscape. Many participants said they would only consider using the exchange if they could find an affiliated broker. Participants who used brokers reported being presented with clearly presented side-by-side comparisons of pricing and coverage, all customized to the client s needs and budget. In other words, brokers were seen as providing much of what the exchange is promising. Many participants, especially small business owners, wanted to be able to talk to someone who they trusted before making a purchasing decisions. Brokers generally played this role as trusted advisor; however, participants also sometimes worried whether hidden sales agendas might be at play in their brokers recommendations. Finding a way to bring the broker-client relationship into the exchange will be key to targeting the small business and non-group markets. Instead of having to compare all this stuff online I d rather have somebody just help me it s way too time consuming. Sit down, tell me about it. Small business owner, Marshall The thing about brokers is they have their commission. So they are pushing who they get paid the best from. Small business owner, Marshall I would think twice about doing anything without my broker s opinion; he s been a trusted advisor for many years. Small business owner, Twin Cities The first time I bought my own, I used a broker and found that helpful. Now that I know some things, I usually go online and do it myself. Non-group policyholder, Twin Cities Minnesota Health Insurance Exchange Market Research August

40 How consumers price value CLOSURE What s health insurance worth? Three models summarize how the uninsured and non-group participants calculated the dollar value of a potential insurance premium. Transactional Basis Expected medical costs for the coming year based on experience Some participants saw limited value in health insurance, which basically boiled down to the insurer s ability to negotiate discounts from health providers. For these participants, insurance is a way to avoid likely costs. When faced with the true cost of insurance, these participants tended to question the economic sense of paying upfront to avoid what are potentially lower costs for medical care. These participants were often young and healthy. Pure Actuarial Basis Expected medical costs for the coming year based on projection + Value of being covered in the event of a catastrophic medical event Other participants also considered the value of being protected from financial calamity in the event of an unexpected medical problem. This group felt more confortable spending something on health insurance since the value of covering an unexpected event seemed significant and its precise value is difficult to calculate, but presumed to be very significant. Full Value Basis Expected medical costs for the coming year based on projection + Value of being covered in the event of a catastrophic medical event + Normative, Self-Standards and/or Peace-of-Mind Value Still other participants, especially those with families and those who had been previously insured, saw additional value in how being insured made them feel. For these participants, health insurance offered a way to live up to social norms, meet selfstandards or gain peace of mind. These participants were the most likely to be interested in pursuing health insurance or already covered. Minnesota Health Insurance Exchange Market Research August

41 Cost Expectations In general, Non-Group members expect higher monthly premiums than the uninsured. On average, they both expect to pay between $300 and $500. Both groups tend to overestimate the contribution they would have to make: a positive opportunity for the exchange to disrupt misperceptions with positive news. Income of Single Adults Actual Monthly Premium Contribution Minimum Expected Contribution Maximum Expected Contribution Average Expected Contribution Up to $15,000 (n=58) $18 to $36 $229 $245 $237^^^^^^^ $15,000 up to $25,000 (n=72) $54 to $114 $323 $337 $330^^^ $25,000 up to $35,000 (n=73) $183 to $259 $380 $397 $389^^ $35,000 up to $50,000 (n=107) $345 $532 $559 $546^^ $50,000 up to $75,000 (n=76) $345 $484 $503 $494^ $75,000 up to $100,000 (n=38) $345 $509 $533 $521^^ $100,000+ (n=30) $345 $609 $622 $616^^ ^ = number of times greater than actual contribution Minnesota Health Insurance Exchange Market Research August

42 Key elements being sought CLOSURE How to close the deal (a communicator s and designer s checklist) Help consumer recognize need Rational covering expected and unexpected medical costs Emotional norms, peace of mind, security, self-standard Clear affordable price tag up front Specific cost versus generic promises of affordable Offer financial assistance without framing as a hand-out Clearly valuable coverage An intuitive process that offers choices, but distils the decision-making to a few meaningful decisions. A product that fulfills emotional needs a product that engenders trust and peace of mind at every touchpoint Minnesota Health Insurance Exchange Market Research August

43 The small business owners journey Trigger: Prompting the search for health insurance (goal) Common reasons why small business owners sought insurance included: Norms competitors offer insurance so they do, too Reducing turnover they know their employees want insurance, and think they will be able to hang onto good employees longer if they provide it. It s the right thing to do owners feel responsible for their employees welfare, and providing insurance is part of that The broker: Most small business owners use, and trust, their broker. There is some concern about whether commissioners influence offerings, but it is minimal. Business owners typically turn to brokers to navigate the complexity of selecting health insurance. They value that brokers: Offer side-by-side comparisons of tailored, limited choices Help manage paperwork, forms Save time Provide trusted advice Small business owners who buy through a broker are generally satisfied with the experience, although the rising costs of health insurance are a deep concern. Closure: Brokers offer owners a clear choice based on custom business objectives Those who can t afford health insurance feel badly that their employees go without; it s something they feel they should do. They also worry that when the economy recovers employees may jump ship to a job with benefits. Employers who don t provide insurance are more open to the concept of a defined benefit that allows employees to choose their own health plan. Minnesota Health Insurance Exchange Market Research August

44 Small Business Triggers TRIGGER: Prompting the search for health insurance (goal) COST The vast majority of small businesses that don t provide insurance to employees are hindered by cost. It is by far, the main reason that these businesses are unable to cover their employees. Could not afford it 77% Not a good value 28% Firm too small 26% Medical underwriting 22% Plans too limited 18% Employees not interested 14% Process confusing 14% Base size, Not Offer=94 Minnesota Health Insurance Exchange Market Research August

45 Small Business Triggers TRIGGER: Prompting the search for health insurance (goal) NORMS Similar to consumers, small businesses tend to see themselves as the norm: those offering believing at least half of similar business offer insurance; those not offering believing more than half don t offer coverage Firms that offer health insurance Firms that do not offer health insurance Less or None, 22% About Half, 34% All or Most, 44% Less or None, 59% All or Most, 14% About Half, 27% Base size, Offer=156 Base size, Not Offer=94 Minnesota Health Insurance Exchange Market Research August

46 Small Employer & Brokers BROKER: Most small business owners use, and trust, their broker. Broker involvement is absolutely critical to the majority of small business owners. Typically, the broker represents the easiest, most reliable route to purchase, and for many, a close friend and associate. 89% Buy Direct, 35% Use Broker, 65% Years with same broker 0 6% 5% 1 or < 2 to Base size, Offer=156; Broker=102 I would think twice about doing anything without my broker s opinion; he s been a trusted advisor for many years. Small business owner, Twin Cities Minnesota Health Insurance Exchange Market Research August

47 Closing the Deal: Brokers CLOSURE Likely because of their long-standing relationships, brokers are afforded a great amount of trust by small businesses, as the majority totally trust their broker despite commission. Over half said they d be willing to pay their broker if they weren t receiving a separate commission. Instead of having to compare all this stuff online I d rather have somebody just help me it s way too time consuming. Sit down, tell me about it. Small business owner, Marshall Trust broker to select appropriate plan Trust despite commission I need broker to sort pros & cons 46% 55% 51% 42% 36% 34% I'd be willing to pay broker 17% 40% Stongly Somewhat Base size, Broker=102 Minnesota Health Insurance Exchange Market Research August

48 Key Behavior Factors: A Summary Consequences: o What s the cost of not having insurance (Loss aversion) o What medical costs are coming up? o Access to doctor of choice Norms: What are most people like me doing? Costs: Is this something I can afford? Efficacy: Can I boil those this decision to a manageable set of meaningful choices Emotional value: Peace of mind Minnesota Health Insurance Exchange Market Research August

49 Desired State: value chain explained Essentially people are seeking value, the best coverage for the best price. But seeking insurance is also emotional and complex. Not only are there barriers to even beginning the process, the complexity of the offering makes value difficult to determine. Peace of Mind, Security This often triggered an emotional response. Several participants fretted fine print would ultimately leave them vulnerable if they committed a significant portion of their income to health insurance. As has been seen in other research, consumers were seeking an emotional state. They want the peace of mind of having potential medical costs under control. Loss aversion Can meet expectations Fair Deal Less anxiety Better health care Protected Value Access This is an opening for the exchange, a filter around which to design all aspects of the product, assuring people feel reassured and peace of mind at every touch point. Good Coverage Easy to use Allows pre-existing conditions Low-Cost Plans Minnesota Health Insurance Exchange Market Research August

50 WHAT MIGHT WE DO TO HELP? Minnesota Health Insurance Exchange Market Research August

51 Opportunity: Openness to exchange concept Most participants (though not all) saw potential in an exchange. Even outspoken opponents to Obamacare found aspects of the exchange concept appealing. Nearly everyone wants a better way to shop for health insurance, creating an opening for the exchange concept. In general, people are looking for a better deal, and will view the exchange based on its ability to deliver that. However, this hope is overshadowed by deep feelings of doubt about a system that leaves nearly everyone whether they have health insurance or not feeling cheated. Widespread skepticism and negative feelings about the health insurance shopping experience means promises that the exchange will make insurance easy or affordable are likely to be dismissed out of hand. If saw something that gave me assurance that it is legitimate, I may check it out. Non-group policyholder, St. Cloud It [the exchange] is a ray of light coming through dark clouds; hope with skepticism. Small business owner, Twin Cities Seems too good to be true. Can you really deliver all that? Small business owner, Twin Cities I was totally against this when we came in here, but I m warming up to this idea of employees taking more responsibility in choosing a plan. Small business owner, Twin Cities My gut feeling is that it [the exchange] is another layer of bureaucracy that we don t need. I d like to see it [the website] because maybe I m dead-ass wrong. Small business owner, Duluth Minnesota Health Insurance Exchange Market Research August

52 What do we call the exchange? Participants had a difficult time understanding the connection between exchange and health care. Many said it brought to mind images of the New York or Chicago exchanges, which doesn t get the point across for health insurance. Minnesota Health Insurance Exchange Minnesota Health Choices Minnesota Health Insurance Marketplace Health Plans Minnesota Minnesota Health Connection PRO Things are just bought and sold, more innocent CON Sounds like stocks, which are confusing PRO That s what it is CON Wishy washy, not as classy PRO Direct, simple and to the point. Sounds more professional CON Doesn t sounds like government at all (Not tested qualitatively) (Not tested qualitatively) SE*: 14% 32% 16% 23% 14% C**: 9% 36% 17% 17% 21% Consumers preferred this name, but in focus groups, some said it was bland and generic. Few thought it was unclear. Only Exchange was seen as confusing. *Small Employer; **Consumer Minnesota Health Insurance Exchange Market Research August

53 What do we call the exchange in Spanish? None of the names appeared to translate well into Spanish. Marketplace and Exchange were rejected by Hispanic respondents as too commercial, which was seen as a bad thing. Choices fared better, but was not particularly persuasive either. Their preference: a focus on health. Marketplace did not translate well for the Hispanic participants, all of whom were currently uninsured but many of whom had previously had insurance through a job. The name Marketplace translates as mercado, which brought to mind a Minneapolis shopping center frequented by Hispanics. This lacks an association with health care and thus sounds a bit silly it provoked laughter in one group. Participants also disliked Exchange which they said sounded like trading. Hispanic participants also differed from other groups in their strongly adverse reaction to treating health care as a commercial product. These participants intensely disliked the same terms that were so popular in English to the small business owners, words like shopping and compete. I think the word buy (comprar) always has a connotation that it s going to be really expensive. Saying market sounds like dollar, and that s scary. Mercado sounds like Mercado Central [a shopping center in Minneapolis frequented by Hispanics]. Mercado Central for health insurance? No. Minnesota Health Insurance Exchange Market Research August

54 Governance The hybrid option was preferred by most participants the focus groups and large portion of survey respondents. State Agency Non-Profit Hybrid ADVANTAGES State perceived as a having a deeper interest in public welfare Better coordination with existing state health insurance programs Taking care of people is their job. -- Uninsured resident, Marshall PROBLEMS Government in general is widely viewed as inefficient Worries about corruption Anytime a state gets involved, something gets messed up. -- Small business owner, Bemidji ADVANTAGES Seen as potentially more neutral. Consumer Reports was widely cited as a model. I think non-profit would create a balance between the state and nonprofit agencies. Uninsured resident, Duluth PROBLEMS Could have vested interests Potential bone-headed board members. Might lack a business perspective How would we know how to trust them? -- Uninsured resident, Twin Cities ADVANTAGES Provides checks and balances state s interest in welfare of the people balanced by neutral party. You can t have it run completely private or completely public or else the chicken s running out of the house. Small business owner, Marshall. PROBLEMS Concerns about efficiency Subcontractors, etc Doesn t sounds good. Nongroup insured, St. Cloud 50% 42% 43% 41% 44% 17% 13% Consumers 0% Business State Agency Hybrid Non-Profit Minnesota Health Insurance Exchange Market Research August

55 Who should run the exchange? The state is widely trusted (to an extent) and perceived to be concerned for residents well-being; it s also seen as inefficient and bungling. A non-profit also raises concerns. Most participants argued for the best of both worlds: a hybrid agency. PRO They take care of people as their job CON Could become political issue, worry about corruption State Hybrid Non- Profit PRO If a non-profit would function like Consumer Reports it would be great CON Potential bonehead employees; who s on the board? Participants raised issues about housing the exchange in either a state agency or a non-profit. They tended to back a vague hybrid model, one defined as much by what it shouldn t as what it should be. There may not be a perfect structure. The key, regardless of how the exchange is designed, will be addressing the major concerns and emphasizing benefits of the structure chosen. BENEFITS TO EMPHASIZE Accountability Minnesota run close to home On the side of consumers WORRIES TO ADDRESS Red tape Poor customer service Undue influence by insurance industry Minnesota Health Insurance Exchange Market Research August

56 Six branding approaches were tested NO branding or communication firm had been secured at the time of the field work, so we developed six rudimentary branding frames and shared them with consumers for their feedback, Consumers where shown these concepts (order was randomized) and then asked how well each one addressed their needs and concerns. RIGHT FIT MARKETPLACE AFFORDABLE EASY COMPARE ONLINE SHOPPING Minnesota Health Insurance Exchange Market Research August

57 Key Brand Elements: Competition and Fit Participants liked the fit for you core message and appreciated the assistance of the navigators ; however, they remained suspicious of who was behind the exchange. The marketplace core message brought images of actual in-store shopping which felt cheap to some, but also effectively relayed affordability thanks to competition between businesses. RIGHT FIT MARKETPLACE Navigators seem like real live people you can talk to. Uninsured resident, Duluth Private companies competing for business is good. Uninsured resident, Bemidji Minnesota Health Insurance Exchange Market Research August

58 Targeting the Low-Hanging Fruit As the saying goes: Reinforce base; Persuade Swing. You re not going to get everybody to vote for you. Don t want to waste your time and resources trying to change the minds of the ANTI group. Rather, reinforce your loyal BASE group first, then your next priority is to work on those most likely to be persuaded to vote for your candidate, and that s these folks in the SWING group. BASE SWING ANTI Very likely to use exchange Middle two boxes Very unlikely to use exchange 31% 44% 24% Minnesota Health Insurance Exchange Market Research August

59 Profile by Level of Interest Base Middle-aged Unemployed Most educated and online Recently uninsured. Swing Younger Often employed part-time College graduates Anti Tends to be older lesser educated, Longer-term uninsured Online less Base Swing Anti Age % 19% 11% Age % 15% 11% Age % 32% 32% Age % 34% 45% Married 63% 66% 58% Never married/single 20% 24% 23% Employed full-time 39% 40% 33% Employed part-time 19% 28% 18% Unemployed 17% 11% 19% High school graduate 18% 23% 28% Some college 27% 30% 36% College graduate 38% 32% 21% Uninsured less than 6 months 25% 20% 11% Uninsured 6 months to 2 years 28% 28% 16% Uninsured 2+ years 45% 45% 57% Never had insurance 3% 6% 17% Use internet daily/almost daily 84% 71% 43% Have kids under 18 38% 37% 23% Minnesota Health Insurance Exchange Market Research August

60 Audience Segments Based on demographics, attitude and behavior, the marketplace can be broken into four distinct segments: Sick and Seeking Help; Not Interested, Not Online; Healthy, But Concerned; Young, Healthy and Confident. Young, Healthy and Confident, 20% Tends to be younger, healthier, better educated, employed full-time Sick and Seeking Help, 19% Tends to be older, in poor health, unemployed Healthy, But Concerned, 27% Tends to be younger, healthier, married with kids, employed parttime Not Interested, Not Online, 34% Tends to be older, low income, less educated, retired Minnesota Health Insurance Exchange Market Research August